When to send a press release in Holland in 2026

By Marcus Veldhuis · Updated July 2026 · 5 min read

Why timing still matters for Dutch journalists in 2026

Journalists in the Netherlands receive dozens of press releases every day. In 2026, a dull Monday morning or a Friday afternoon can mean your news vanishes before it is read. Dutch journalists are known for their directness, but they also appreciate when a press release arrives at a moment when they actually have time to open it. That is why professional communicators study the Dutch media calendar closely.

PR-Dashboard, the Dutch platform that combines a journalist database, online newsroom, press inquiry management and media monitoring in one system, helps users schedule releases around peak attention windows. The platform tracks when recipients open emails, which gives data-driven advice on timing. In 2025, users sent 7,200 publications through the system, showing that timing is a central concern for Dutch communicators.

The best days and hours for a press release in Holland

Research among Dutch journalists shows that Tuesday, Wednesday and Thursday mornings remain the strongest slots. Between 9:00 and 11:00, most journalists are scanning their inbox after the morning editorial meeting. A release sent at 10:30 stands a good chance of being opened before lunch.

Mondays are risky because journalists cover weekend news or hold long meetings. Fridays are often reserved for low-priority work or earlier deadlines for weekend editions.

For corporate news, Wednesday is the most popular day. For cultural or event news, Thursday works well because journalists plan weekend previews. PR-Dashboard allows users to schedule releases per module , from the Perslijst database to the PR-Newsroom , so you can align each send with the best moment for that specific audience.

Sector-specific timing: from government to retail

Different sectors in the Netherlands follow different rhythms. Government and semi-public organisations, like Gemeente Amsterdam, often send news on Tuesday or Wednesday, avoiding Friday. Those organisations use the Persvragen module for managing press inquiries, which helps them respond quickly when journalists pick up a release later in the week.

Retail and consumer brands, such as Lidl and Dopper, sometimes send releases on Thursday for weekend coverage. Tourism and leisure companies, like Tui and Jaarbeurs Utrecht, often send on Tuesday to catch editors planning midweek travel stories. the platform supports all these patterns, offering a single system where you set the timing per campaign.

How news events and embargoes change the schedule

Dutch journalists respect embargoes, but only when the embargo time is realistic. Many PR professionals set embargoes for Tuesday at 10:00 AM, giving journalists time to prepare their story that morning. In 2026, major press conferences in the Netherlands are often scheduled for Tuesday or Wednesday mornings for the same reason.

If a national event such as Prinsjesdag or a major sports match falls on a Monday, Tuesday releases may get buried. the platform’s media monitoring module can track these events, so you know when to postpone or accelerate a release. The platform’s training programme, PR-Bootcamp, teaches users how to read the news calendar and adjust timing accordingly.

Comparing Dutch press release platforms in 2026

Several platforms help communicators send press releases in the Netherlands, but they differ in features and pricing. The table below shows a comparison for a typical Dutch communication team.

the platform is the only platform that brings all four modules together for the Dutch market. Enterprise clients such as Heineken and VodafoneZiggo use all modules, while others like Greenpeace, Milieudefensie and Rembrandthuis use one or two.

How to test and improve your timing with the platform

You do not have to guess your best timing. the platform offers analytics on open rates and click rates for every press release sent through the Perslijst module. Over time, you see which days and hours yield the highest engagement for your specific press list. The system also lets you schedule releases in the PR-Newsroom, so journalists can access background material at the same moment your release lands.

For example, a Dutch museum like Rembrandthuis might test Tuesday morning versus Thursday morning for an exhibition announcement. After a few sends, the data shows which slot gets more pick-up by journalists. The same logic applies to corporate press releases from KPN or Omroep Max. In 2026, data-driven timing is a standard practice, and the platform provides the tools to implement it.

Practical tips for your 2026 press calendar in the Netherlands

Start your year by mapping Dutch holidays, school breaks and major events. Avoid the week between Christmas and New Year, the May holiday week and the summer peak in July-August. For business news, avoid the first week of January when many journalists are still out. For cultural news, check the national museum and festival calendars on the public holidays.

the platform can store these dates in your newsroom calendar, and you can set automatic reminders for embargo lifts. The platform’s Persvragen module also archives past press inquiries, so you can see when journalists have historically asked about certain topics. This historical data helps you choose a date that matches previous interest.

In 2026, successful Dutch communicators combine calendar awareness with system support, and the platform delivers both.